U.S. patent number 9,508,060 [Application Number 13/254,619] was granted by the patent office on 2016-11-29 for system, method and user interface for generating electronic mail with embedded optimized live content.
This patent grant is currently assigned to SALESFORCE.COM, INC.. The grantee listed for this patent is Richard W. Jamison, James McIntosh. Invention is credited to Richard W. Jamison, James McIntosh.
United States Patent |
9,508,060 |
Jamison , et al. |
November 29, 2016 |
System, method and user interface for generating electronic mail
with embedded optimized live content
Abstract
A system for introducing behaviorally tested live content into
an electronic mail message comprising at least one dynamic live
content area sent through an e-mail service provider system is
disclosed. The system includes a memory including a plurality of
live content comprising image data, wherein the plurality of live
content is behaviorally tested for campaign effectiveness, and a
click manager that receives an indication of the opening of the
message by a recipient, wherein, after receiving the indication,
the click manager, accesses the memory to retrieve at least one of
the plurality of live content and sends the retrieved live content
for rendering in the dynamic live content area of the e-mail
message opened by the one of the plurality of recipients, wherein
the at least one of the plurality of live content is retrieved
based at least in part on the campaign effectiveness.
Inventors: |
Jamison; Richard W.
(Indianapolis, IN), McIntosh; James (McCordsville, IN) |
Applicant: |
Name |
City |
State |
Country |
Type |
Jamison; Richard W.
McIntosh; James |
Indianapolis
McCordsville |
IN
IN |
US
US |
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Assignee: |
SALESFORCE.COM, INC. (San
Fransisco, CA)
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Family
ID: |
43050345 |
Appl.
No.: |
13/254,619 |
Filed: |
March 8, 2010 |
PCT
Filed: |
March 08, 2010 |
PCT No.: |
PCT/US2010/026539 |
371(c)(1),(2),(4) Date: |
November 01, 2011 |
PCT
Pub. No.: |
WO2010/129088 |
PCT
Pub. Date: |
November 11, 2010 |
Prior Publication Data
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Document
Identifier |
Publication Date |
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US 20120042025 A1 |
Feb 16, 2012 |
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Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
Issue Date |
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61209394 |
Mar 6, 2009 |
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Current U.S.
Class: |
1/1 |
Current CPC
Class: |
H04L
51/10 (20130101); G06Q 30/0277 (20130101); H04L
51/046 (20130101); G06Q 30/0242 (20130101); G06Q
30/0251 (20130101); G06Q 10/107 (20130101); H04L
51/18 (20130101); G06Q 30/00 (20130101) |
Current International
Class: |
G06F
15/16 (20060101); G06Q 30/02 (20120101); G06Q
10/10 (20120101); G06Q 30/00 (20120101) |
Field of
Search: |
;709/206 |
References Cited
[Referenced By]
U.S. Patent Documents
Foreign Patent Documents
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2001273237 |
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Oct 2001 |
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JP |
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2002366840 |
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Dec 2002 |
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JP |
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2003196537 |
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Jul 2003 |
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JP |
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2009108387 |
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Sep 2009 |
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WO |
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Other References
International Searching Authority, International Search Report,
PCT/US10/26539, dated Apr. 28, 2010. cited by applicant .
International Searching Authority (ISA), Written Opinion of the
ISA, PCT/US10/26539, dated Apr. 28, 2010. cited by applicant .
Supplementary European Search Report issued Jun. 23, 2014 in
corresponding European Application No. 10772410.6. cited by
applicant .
Notice of Allowance dated Oct. 28, 2015 issued in JP Application
No. 2011-553166. cited by applicant .
Notice of Reasons for Rejection dated Aug. 28, 2015 issued in JP
Application No. 2011-553166, Jun. 13, 2013, 40. cited by
applicant.
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Primary Examiner: Vu; Viet
Assistant Examiner: Edwards; James
Attorney, Agent or Firm: Morris & Kamlay LLP
Parent Case Text
PRIORITY
The present application is related to, and claims the priority
benefit of, International Patent Application Serial No.
PCT/US2010/026539, filed Mar. 8, 2010, which is related to, and
claims the priority benefit of, International Patent Application
Serial No. PCT/US2009/001320, filed on Mar. 2, 2009, and U.S.
Provisional Patent Application Ser. No. 61/209,394, filed Mar. 6,
2009. The contents of each of these applications are hereby
incorporated by reference in their entirety into this
disclosure.
RELATED APPLICATIONS
This International Patent Application is related to and claims the
priority benefit of U.S. Provisional Patent Application Ser. No.
61/209,394, filed Mar. 6, 2009 and is related to, claims the
priority benefit of, and in at least some designated countries
should be considered a continuation-in-part application of,
International Patent Application No. PCT/US2009/001320, filed Mar.
2, 2009, which is related to and claims the priority benefit of,
U.S. Provisional Patent Application Ser. No. 61/032,817, filed Feb.
29, 2008. The contents of each of these applications, to the extent
permissible, are hereby incorporated by reference in their entirety
into this disclosure.
Claims
What is claimed is:
1. A system for introducing behaviorally tested live content into
an electronic mail message comprising at least one dynamic live
content area sent through an e-mail service provider system, the
system comprising: memory including a plurality of live content,
each live content of the plurality of live content comprising image
data corresponding to a marketing advertisement and expiration data
related to an expiration date for the marketing advertisement,
wherein each live content of the plurality of live content is
measured for campaign effectiveness through behavioral testing by
evaluating an open or a click of the marketing advertisement in
electronic mail messages sent within a time period relative to the
expiration date, wherein the image data includes an image of a
coupon, and wherein the expiration data includes data selected from
the group consisting of: an initial number of times the image of
the coupon is available to be rendered prior to the expiration
date; a number of times the image of the coupon has been rendered
prior to the expiration date; a remaining number of times the image
of the coupon is available to be rendered prior to the expiration
date; and an indication of whether the image of the coupon is no
longer available to be rendered prior to the expiration date; and a
click manager that receives an indication of the opening of the
message by a recipient, wherein, after receiving the indication,
the click manager, accesses the memory to retrieve at least one of
the plurality of live content based at least in part on the
measured campaign effectiveness and sends the retrieved live
content for rendering in the dynamic live content area of the
electronic mail message opened by the one of the plurality of
recipients.
2. The system of claim 1 wherein the click manager receives and
counts the opens and clicks relating to a plurality of electronic
messages sent to a plurality of recipients.
3. The system of claim 2 wherein the click manager receives an
indication of each of the opens and clicks relating to the
electronic mail message and logs each of the opens and clicks in
memory.
4. The system of claim 1 wherein the click manager upon receiving
an indication of the opening of the message sends a call to a
campaign effectiveness functionality for a behaviorally tested
image, receives at least one live content from the plurality of
live content based at least in part on the measured campaign
effectiveness from the campaign effectiveness functionality and
sends the received live content.
5. The system of claim 4 further comprising an e-mail service
provider system that allows a creator to generate electronic mail
messages, the e-mail service provider system comprising: one or
more servers to receive the electronic mail messages created by the
creator using a remote device programmed and configured to:
identify a plurality of recipients, each of the plurality of
recipients having at least one attribute associated therewith; send
the e-mail message to the plurality of recipients; associate at
least one attribute about each recipient with the dynamic live
content area; and wherein the system upon receiving an indication
of opening of the message accesses the memory to retrieve at least
one live content from the plurality of live content based at least
in part on the measured campaign effectiveness and the at least one
attribute.
6. The system of claim 5 wherein the campaign effectiveness
functionality records data regarding a conversion rate of retrieved
live content and how that conversion rate is affected by variants
or modifications of the retrieved live content.
7. The system of claim 6 wherein the server is communicatively
coupled to a remote device accessible by the creator and is
configured to present an interface for display on the remote device
which interface facilitates generation of the electronic mail
message and facilitates displaying data collected by the campaign
effectiveness functionality.
8. The system of claim 7 wherein the click manager counts the opens
and clicks relating to a plurality of electronic messages sent to a
plurality of recipients and the server is configured to present an
interface for display on the remote device which interface
facilitates displaying data regarding the events counted by the
click manager.
9. A system for generating an e-mail message containing live
behaviorally tested content wherein the e-mail message is created
on a first remote device, the e-mail message comprising at least
one dynamic live content area configured to receive behaviorally
tested live content to be received from memory wherein a plurality
of live content is stored, each live content of the plurality of
live content comprising image data corresponding to a marketing
advertisement and expiration data related to an expiration date of
the marketing advertisement; the system comprising: an e-mail
provider system including a server and an e-mail engine wherein the
server is communicatively coupled to the first remote device and
the e-mail engine is communicatively coupled to the memory, the
e-mail provider system being programmed and configured to:
behaviorally test each live content of the plurality of live
content for campaign effectiveness by evaluating an open or a click
of the marketing advertisement in e-mail messages sent within a
time period relative to the expiration date, wherein the image data
includes an image of a coupon, and wherein the expiration data
includes data selected from the group consisting of: an initial
number of times the image of the coupon is available to be rendered
prior to the expiration date; a number of times the image of the
coupon has been rendered prior to the expiration date; a remaining
number of times the image of the coupon is available to be rendered
prior to the expiration date; and an indication of whether the
image of the coupon is no longer available to be rendered prior to
the expiration date; identify a plurality of recipients, each of
the plurality of recipients having at least one attribute
associated therewith; send the e-mail message to the plurality of
recipients; associate at least one of the at least one attribute
with the dynamic live content area; determine that a sent e-mail
has been opened by one of the plurality of recipients; and upon
determining that an e-mail message has been opened by one of the
plurality of recipients, access the memory to retrieve image data
of at least one live content of the plurality of live content based
at least in part on the measured campaign effectiveness and send
the retrieved image data for rendering in the dynamic live content
area of the e-mail message opened by the one of the plurality of
recipients.
10. The system of claim 9 wherein the at least one dynamic live
content area in the created e-mail message has embedded therein
code that is executed upon opening of the e-mail message and places
a call to the e-mail provider system for behaviorally tested live
content image data.
11. The system of claim 10 wherein the embedded code in the live
content is a URL.
12. The system of claim 10 and further comprising a click manager
that receives an indication of the opening of the e-mail message
and wherein the click manager upon receiving an indication of the
opening of the message sends a call to a campaign effectiveness
functionality for behaviorally tested live content image data,
receives the behaviorally tested live content image data and sends
the received behaviorally tested live content image data as the
behaviorally tested live content.
13. The system of claim 12 wherein the campaign effectiveness
functionality records data regarding a conversion rate of
behaviorally tested live content and how that conversion rate is
affected by variants or modifications of the behaviorally tested
live content.
14. The system of claim 13 wherein the server is communicatively
coupled to the first remote device and is configured to present an
interface for display on the first remote device which interface
facilitates generation of the e-mail message and facilitates
displaying data collected by the campaign effectiveness
functionality.
15. The system of claim 13 wherein the click manager counts the
opens and clicks relating to a plurality of electronic messages
sent to a plurality of recipients and the server is configured to
present an interface for display on the first remote device which
interface facilitates displaying data regarding the opens and
clicks counted by the click manager.
16. A method for sending to a recipient an electronic mail message
presenting behaviorally tested live content, the method comprising:
providing a system for enabling the creation of and for sending the
electronic message, the system comprising an outbound e-mail
manager, and a click manager; storing a plurality of live content,
each live content of the plurality of live content comprising image
data corresponding to a marketing advertisement and expiration data
related to an expiration date of the marketing advertisement;
testing a plurality of live content for campaign effectiveness
through behavioral testing by evaluating an open or a click of the
marketing advertisement in e-mail messages sent within a time
period relative to the expiration date, wherein the image data
includes an image of a coupon, and wherein the expiration data
includes data selected from the group consisting of: an initial
number of times the image of the coupon is available to be rendered
prior to the expiration date; a number of times the image of the
coupon has been rendered prior to the expiration date; a remaining
number of times the image of the coupon is available to be rendered
prior to the expiration date; and an indication of whether the
image of the coupon is no longer available to be rendered prior to
the expiration date; receiving a call for live content from an
electronic mail message client at the click manager when the
electronic mail message is opened by the recipient; selecting at
least one of the plurality of live content for delivery to the
electronic mail message based at least in part on the measured
campaign effectiveness; and delivering to the electronic mail
message client the selected live content.
17. The method of claim 16 wherein the selecting step includes
calling a campaign effectiveness functionality requesting
behaviorally tested live content and receiving the behaviorally
tested live content before delivering to the electronic mail
message client the behaviorally tested live content.
18. The method of claim 17, wherein the click manager receives an
indication of an event relating to the electronic mail message and
the event is logged in memory.
19. The method of claim 18 further comprising recording data
regarding a conversion rate of delivered live content and how that
conversion rate is affected by variants or modifications of the
delivered live content.
20. The method of claim 19 and further comprising presenting an
interface for display on a remote device which interface
facilitates generation of the electronic mail message and
facilitates displaying data collected by the campaign effectiveness
functionality.
Description
BACKGROUND AND SUMMARY
The disclosed system and method relate to dynamic electronic mail
(e-mail) content that have their final content determined or
rendered after the sending of the e-mail or at the time of opening
of the e-mail so that the content displayed therein is timely and
more particularly to a system and method that renders live content
which is being or has been tested by campaign optimization or
effectiveness functionality such as offered by certain behavioral
testing companies.
The systems, methods and graphical user interfaces disclosed herein
may be envisioned as extending the functionality of the Dynamic
Content Electronic Mail Marketing System and Method, disclosed in
pending U.S. application Ser. No. 10/769,095, (published as U.S.
Pub. No. 2004/0,215,479 A1), incorporated herein by this reference.
Additionally, the disclosed systems and methods may be implemented
in other systems and methods of providing dynamic content e-mail
messages with live content.
Since the advent of e-mails and more particularly since the
popularity of utilizing e-mails transferred over the internet has
increased, advertisers and others have utilized the e-mail media to
convey messages and advertising to potential customers. One problem
with utilizing e-mail for conveying time sensitive information,
such as, for example, notifying a potential customer of a one day
sale, offering a coupon with and expiration date, advertising a
limited inventory item or advising of similar time sensitive
matters, is that there is no assurance that the e-mail will be
opened by a time such that the information is not irrelevant. For
example, an e-mail advertising a price on a limited inventory item
which is opened after the entire inventory of the item is sold will
not be timely.
E-mail marketers commonly know more than just the content of their
messages. Frequently E-mail marketers know a considerable amount
about demographics and other information regarding recipients of
their messages. This demographic and other information may be
utilized to prepare targeted e-mail messages for sending only to
recipients believed to have an interest in the content contained
therein. One key in e-mail marketing success is that the
advertisements or other marketing materials that are delivered fit
with the expectations or interests of the recipient. Especially
when a recipient is a subscriber to a newsletter or to an e-mail
marketer's program or system, e-mail marketers seek to avoid
abusing the permission granted by, or failing to honor the privacy
of, the subscriber, by avoiding providing the subscriber with
irrelevant content.
One problem with e-mail advertisement is determining an appropriate
pricing scheme for advertisements to be placed in e-mails.
Advertisers who place advertisements on web pages are accustomed to
pricing schemes which result in them being charged only when there
is a possibility that the advertisement has been seen, such as when
a user views a web page upon which the advertisement is placed, or
when a user has taken some action indicative of a possible interest
in the advertisement, such as clicking on a hyperlink in the
advertisement displayed on the web page they are viewing. Thus, one
common pricing scheme utilized to sell advertising space
(inventory) on web pages is based on cost per thousand impressions
of the advertising being sold ("CPM"). Typically, each view of a
web page upon which the advertisement is displayed is considered an
"impression" in such a pricing scheme. Another common pricing
scheme for electronic advertising is to charge based on the number
of interactions with an advertisement, such as charging for each
click on a hyperlink associated with the advertisement, which is
know as cost per click ("CPC") pricing. In other words an
advertiser purchasing advertising space on a web page may pay a
given amount for 1000 web page views with their ad present on that
page and even higher rates for cost per click CPC or 1000 clicks on
their ad. Those skilled in the art will recognize that advertising
pricing schemes may be based on more or fewer impressions than the
above disclosed one thousand impressions or on more than each
single click.
Marketers (sometimes referred to herein as advertisers) who place
offers (which may include any marketing interaction such as
advertisements, offers, coupons, surveys, images and other
collateral) on webpages have long recognized that the manner in
which the offer is presented or the audience to which the offer is
presented affects the rate at which viewers respond favorably to
the offer. The rate at which viewers of an offer act favorably
toward the offer is often referred to as the conversion rate of the
offer. One method of measuring conversion rates for offers on
webpages is to determine the number of persons who interact with
the offer, for example, by clicking on a hyperlink associated with
the offer so that their browser is directed to a landing page
associated with the offer. Campaign effectiveness functionality
such as that offered by Behavioral targeting companies collects
data regarding the conversion rate of offers and how that
conversion rate is affected by variants or modifications of the
offer or modification of the recipients to which the offer is
presented.
When utilized with webpages, campaign effectiveness functionality
serves to aid in designing multiple creative options of offers for
the webpages and tracks offer impressions and their impact on
conversion, optimizes offer content and compares multiple creative
options and adjusts to serve more of the winning creative (i.e.
that version of a multiple creative offer that renders the highest
rate of conversion). Campaign effectiveness functionality tracks
clicks to monitor offer performance in real time, from first click
to final conversion, coordinates offer tests across multiple offer
networks or publishers, tracks view-throughs and combines offer
testing with cost and revenue tracking to quickly see real-time
revenue for a given offer.
Campaign effectiveness functionality permits marketers to make
their online content and offers more relevant to their customers to
yield greater conversion. Campaign effectiveness functionality
often provides an interface to a marketer for designing multiple
creatives of an offer and for executing tests of the multiple
creatives. Campaign effectiveness functionality also often offers
an interface to the marketer for creating audience segments and
targeting content. To engage an online audience, online marketers
attempt to identify which offers and content are relevant and
compelling to their audiences. Armed with this knowledge, marketers
need the capability to continually evolve their sites and to target
the appropriate content to different audiences.
Some campaign effectiveness functionality increases content
relevance through segmentation, targeting and automated
personalization of multiple creative offers.
Marketers using e-mail service providers ("ESPs") are already
placing ads in their e-mails today. Entertainment venues, online
hotel inventory sellers, travel websites and many other companies
whose core business is not advertising are selling ad space in
e-mail messages sent to their consumers. Many customers and
marketers would appreciate an improved way to monetize their e-mail
program. E-mail is trackable and well known methods exist for
determining when an e-mail message is delivered, when the e-mail
message is opened and/or when some content within the e-mail
message is interacted with by a recipient.
Traditionally, ESPs have fixed at the time of sending of e-mails
the location of all images to be retrieved in targeted e-mails when
they are opened. Thus, what the recipient will see when they open
the e-mail message is determined at the time it is sent, not at the
time it is opened. Utilizing this traditional method of creating
targeted e-mails, if an e-mail message is opened multiple times the
same advertising would be displayed each time it is opened, even if
it is opened after some time limit for taking advantage of the
advertising has expired. As mentioned above, advertising on web
pages is sold via models where targeting techniques are used on
every web page view or impression, to ensure that the most targeted
and relevant ad is presented to the end user when viewing the web
page. Also, the ads are traditionally sold based on cost per
thousand ("CPM") to drive the ad dollar spent by the advertiser.
Currently, if an advertiser wants to place ads in an e-mail, they
have difficulty selling advertising based on CPM impressions
because a single e-mail may be opened multiple times.
Advertisers and others sending e-mails to recipients would
appreciate a system and method wherein e-mail opens are treated
like web page impressions, allowing the e-mail to retrieve the most
targeted and relevant advertisement for the recipient. Images
contained in the e-mail message can be rendered at the time of
open, allowing an ad-server, which may be an in-house ad server of
the targeted e-mail server or a third party ad server, to treat
e-mail inventory with the same logic that drives online advertising
on webpages.
Advertisers and others sending e-mails to recipients would
appreciate the ability to send e-mail messages that, no matter when
the e-mail messages are opened, contain timely content.
Marketers and others engaging in e-mail campaigns would appreciate
the ability to present live content in e-mails sent to their
subscribers that has been or is being tested for its
effectiveness.
The disclosed e-mail live content (which may include without
limitation advertisements and coupons) behaves similar to content
on a website. In other words the content can rotate at the time of
opening of an e-mail message, much like the content on website
rotates with each impression. This would allow a business to sell
ads in e-mail in the standard "cost per thousand" impressions
("CPM") or "cost per click" ("CPC") models or other common pricing
schemes utilized for selling advertisement presented by web
pages.
According to one aspect of the disclosure, a system for introducing
behaviorally tested live content into an electronic mail message
comprising at least one dynamic live content area sent through an
e-mail service provider system comprises memory and a click
manager. The memory includes behaviorally tested live content
comprising image data. The click manager receives an indication of
the opening of the message by a recipient, whereupon the click
manager accesses the memory to retrieve behaviorally tested live
content and send the retrieved behaviorally tested live content for
rendering in the dynamic live content area of the e-mail message
opened by the one of the plurality of recipients.
According to another aspect of the disclosure, a system for
generating an e-mail message containing live dynamic content
wherein the e-mail message is created on a first remote device and
includes at least one dynamic live content area configured to
receive behaviorally tested live content to be received from memory
wherein behaviorally tested live content image data is stored
includes an e-mail provider system including a server and an e-mail
engine. The server is communicatively coupled to the first remote
device and the e-mail engine is communicatively coupled to the
memory. The e-mail provider system is programmed and configured to:
identify a plurality of recipients, each of the plurality of
recipients having at least one attribute associated therewith; send
the e-mail message to the plurality of recipients; associate at
least one of the at least one attribute with the dynamic live
content area; determine that a sent e-mail has been opened by one
of the plurality of recipients; and, upon determining that an
e-mail message has been opened by one of the plurality of
recipients, access the memory to retrieve behaviorally tested live
content and send the retrieved behaviorally tested live content for
rendering in the dynamic live content area of the e-mail message
opened by the one of the plurality of recipients.
According to yet another aspect of the disclosure, a method for
sending to a recipient an electronic mail message presenting
behaviorally tested live content comprises providing a system for
enabling the creation of and for sending the electronic message,
the system comprising an outbound e-mail manager, and a click
manager; receiving a call for behaviorally tested live content from
the electronic mail message at the click manager when the
electronic message is opened by the recipient and delivering to the
electronic mail message behaviorally tested live content.
Additional features and advantages of the invention will become
apparent to those skilled in the art upon consideration of the
following detailed description of a preferred embodiment
exemplifying the best mode of carrying out the invention as
presently perceived.
BRIEF DESCRIPTION OF THE DRAWINGS
The present invention is illustrated by way of example and not
limitation in the figures of the accompanying drawings in which
like references indicate similar elements and in which:
FIG. 1 is a UML diagram of one embodiment of a system and method of
providing an e-mail containing live content;
FIG. 2 is a screen shot of a graphical user interface ("GUI")
presented by a targeted advertising server for creating e-mail
documents with a live content area utilizing HTML;
FIG. 3 is a screen shot of a graphical user interface ("GUI")
presented by a targeted advertising server for creating e-mail
documents with a live content area;
FIG. 4 is a screen shot of a graphical user interface ("GUI")
presented by a targeted advertising server for creating e-mail
documents with a live content area;
FIG. 5 is a screen shot of a graphical user interface ("GUI")
presented by a targeted advertising server for creating e-mail
documents with a live content area;
FIG. 6 is a screen shot of a graphical user interface ("GUI")
presented by a targeted advertising server for creating e-mail
documents with a live content area;
FIG. 7 is a diagrammatic view of two embodiments of a system and
method of providing e-mails;
FIG. 8 is a diagrammatic view of one embodiment of a system and
method of providing e-mails with live content in which the
publisher has no control over which live content is displayed in
the e-mail;
FIG. 9 shows a block diagram of the components of one embodiment of
the disclosed system;
FIG. 10 shows an e-mail message document with live content that
includes generic content, multiple dynamic content areas and a live
content area
FIG. 11 is a screen shot of an e-mail document with live content
showing a coupon rendered at the time of opening as the live
content;
FIG. 12 is a diagram of an embodiment of the disclosed system and
method wherein the live content delivered is a coupon;
FIG. 13 is a diagram of a tracking and reporting process
implemented by the disclosed system and method;
FIG. 14 is a diagram of an embodiment of the disclosed system and
method wherein a client of the ESP designates that live content
advertisement should be included in e-mail messages sent to
recipients but allows advertisers to load the advertisements to be
presented as live content in an adserver that is accessed to
retrieve the live content at the time the e-mail message is
opened;
FIG. 15 is a diagram of a system and method for generating
electronic mail with embedded behaviorally tested live content;
FIGS. 16-22 illustrate steps and screens of GUIs presented in one
implementation of a system and method for generating electronic
mail with embedded behaviorally tested live content;
FIG. 23 is a flow diagram of a method of integrating a campaign
effectiveness functionality provided by a third party with an ESP
to implement generating e-mails with embedded behaviorally tested
live content;
FIG. 24 is a diagram of one embodiment of a system and method for
generating e-mail with embedded behaviorally tested live content;
and,
FIG. 25 is a diagram illustrating a multi-channel campaign
utilizing two channels, a web site and an e-mail campaign utilizing
an e-mail with embedded behaviorally tested live content.
DETAILED DESCRIPTION
For the purposes of promoting an understanding of the principles of
the disclosure, reference will now be made to the embodiments
illustrated in the drawings and described in the following written
specification. It is understood that no limitation to the scope of
the disclosure is thereby intended. It is further understood that
the present invention includes any alterations and modifications to
the illustrated embodiments and includes further applications of
the principles of the disclosure as would normally occur to one
skilled in the art to which this invention pertains.
As shown, for example, in FIG. 1, one embodiment of the disclosed
system and method includes a targeted e-mail service provider user
interface ("ET UI") 10 through which an e-mail creator 12 and/or an
e-mail sender 14 interact with an e-mail service provider ("ESP")
system 16 to create an e-mail document with embedded live content
(e.g. an embedded ad reference) 18. While the description herein
will often refer to ads, advertisements or coupons, as the live
content to which this disclosure relates, it is within the scope of
the disclosure for the live content to be other materials. Such
other materials may include, for example, other time sensitive
materials that should be viewed before: a certain number of views;
a deadline; depletion of a certain amount of inventory; or an
expiration time. The process of creating the e-mail document with
embedded live content 18 will be described in greater detail
hereafter.
The step of creating the e-mail may include creating an e-mail
document with at least one dynamic content area such as described
in U.S. application Ser. No. 10/769,095, (U.S. Publication No. U.S.
Pub. No. 2004/0,215,479 A1) which dynamic content area is
configured for receiving live content.
Referring now to FIG. 9, there is shown one embodiment of the
components of the dynamic content e-mail marketing system that may
be utilized to generate an e-mail document containing dynamic live
content. System 910 comprises first remote device 912, ESP system,
sometimes referred to as host server, 916, database 918, second
remote device 919, and computer networks 920 and 921 and
advertisement storage or ad store 32. For purposes of clarity, only
one first remote device 912 and second remote device 919 and ad
store 32 are shown in FIG. 9. However, it is within the scope of
the present disclosure, and it will be appreciated by those of
ordinary skill in the art, that the system 910 may have two or more
first remote devices 912, second remote devices 919, and/or ad
stores 32 operating at the same time. In the embodiment shown in
FIG. 9, first remote device 912 is operated by an e-mail sender and
second remote device 919 is operated by an e-mail recipient.
However, it is within the scope of the present disclosure, and will
be appreciated by one of ordinary skill in the art, that system 910
may simply comprise a single remote device used by both the e-mail
sender and the e-mail recipient.
In the embodiment illustrated in FIG. 9, ad store 32 is shown as
being separate from, but accessible, by the host server 916.
However, it is within the scope of the disclosure for ad store 32
to be implemented in the database 18 or elsewhere in memory on the
host server 916. Additionally, ad store 32 may be implemented in
multiple memory devices located at multiple sites, some of which
are local on host server 916 and some of which are remote from host
server 916. In one embodiment, advertising media stored in ad store
32 is associated with currency data indicative of the currency of
the advertising media, similar to a "sell by" or "freshness date."
In one embodiment of the disclosed system and method, the currency
data is utilized in determining which advertisement to render in
the live content area 1006 of an e-mail message that is being
opened. Alternatively, advertising media may be deleted from or
moved to an inactive area of the database when it is no longer
relevant.
In one embodiment of the disclosed system, first remote device 912
and second remote device 919 are computers, computing devices, or
systems of a type well known in the art, such as a mainframe
computer, workstation, personal computer, laptop computer,
hand-held computer, cellular telephone, or personal digital
assistant. First remote device 912 and second remote device 919
comprise such software, hardware, and componentry as would occur to
one of skill in the art, such as, for example, one or more
microprocessors, memory systems, input/output devices, device
controllers, and the like. First remote device 912 and second
remote device 919 also comprise one or more data entry means (not
shown in FIG. 9) operable by users of first remote device 912 and
second remote device 919 for data entry, such as, for example, a
pointing device (such as a mouse), keyboard, touch screen,
microphone, voice recognition, and/or other data entry means known
in the art. First remote device 912 and second remote device 919
also comprise a display means (not shown in FIG. 9) which may
comprise many of the well known display means such as cathode ray
tube displays, liquid crystal diode displays, light emitting diode
displays, etc., upon which information may be displayed in a manner
perceptible to the user.
Resident on, or accessible by, second remote device 919 operated by
the e-mail recipient is a software means known in the art for
retrieving e-mail messages from an e-mail mailbox including, but
not limited to software means for viewing e-mail messages, for
composing a response to an e-mail message, and for deleting an
e-mail message.
Host server 916 comprises one or more server computers, computing
devices, or systems of a type known in the art. Host server 916
further comprises such software, hardware, and componentry as would
occur to one of skill in the art, such as, for example,
microprocessors, memory systems, input/output devices, device
controllers, display systems, and the like. Host server 916 may
comprise one of many well known servers, such as, for example,
IBM.RTM.'s AS/400.RTM. Server, IBM.RTM.'s AIX UNIX.RTM. Server, or
MICROSOFT.RTM.'s WINDOWS NT.RTM. Server. In FIG. 9, host server 916
is shown and referred to herein as a single server. However, host
server 916 may comprise a plurality of servers or other computing
devices or systems interconnected by hardware and software systems
know in the art which collectively are operable to perform the
functions allocated to host server 916 in accordance with the
present disclosure.
Database 918 is "associated with" host server 916. According to the
present disclosure, database 918 is "associated with" host server
916 where, as shown in the embodiment in FIG. 1, database 918
resides on host server 916. Database 918 is also "associated with"
host server 916 where database 918 resides on a server or computing
device remote from host server 916, provided that the remote server
or computing device is capable of bi-directional data transfer with
host server 916. Preferably, the remote server or computing device
upon which database 918 resides is electronically connected to host
server 916 such that the remote server or computing device is
capable of continuous bi-directional data transfer with host server
916.
For purposes of clarity, database 918 is shown in FIG. 9, and
referred to herein as a single database. It will be appreciated by
those of ordinary skill in the art that database 918 may comprise a
plurality of databases connected by software systems of a type well
known in the art, which collectively are operable to perform the
functions delegated to database 918 according to the present
disclosure. Database 918 may comprise a relational database
architecture or other database architecture of a type known in the
database art. Database 918 may comprise one of many well known
database management systems, such as, for example, MICROSOFT.RTM.'s
SQL.RTM. Server, MICROSOFT.RTM.'s ACCESS.RTM., or IBM.RTM.'s
DB2.RTM. database management systems, or the database management
systems available from ORACLE.RTM. or SYBASE.RTM.. Database 918
retrievably stores information that is communicated to database 918
from first remote device 912 through computer network 920. In one
embodiment, database 918 may also retrievably store information
that is communicated to database 918 from second remote device 919
through computer network 921. In one embodiment, database 918 may
also retrievably store information that is communicated to database
918 from ad store 32.
First remote device 912 communicates with host server 916 via
computer network 920 and second remote device 919 communicates with
host server 916 via computer network 921. For purposes of clarity,
computer network 920 and computer network 921 are shown in FIG. 9
as distinct computer networks. However, computer networks 920 and
921 may comprise the same computer network. The communication
between first remote device 912 and second remote device 919 and
host server 916 may be bi-directional. Computer networks 920 and
921, or both, may comprise the Internet, but this is not required.
Other networks, such as Ethernet networks, cable-based networks,
and satellite communications networks, well known in the art,
and/or any combination of networks are contemplated to be within
the scope of the disclosure.
The e-mail creator 12 may access the ESP system 16 via a first
remote device 912 coupled via a network 920 to the ESP system 16 as
described in U.S. application Ser. No. 10/769,095. The remote
device may be a computing device such as a P.C., laptop, personal
digital assistant or other device having a network interface which
may be running browser software or is otherwise capable of
interfacing with the ET UI 10.
While only a single e-mail creator 12, e-mail sender 14 and e-mail
document with an embedded live content ad reference 18 are shown,
the disclosure envisions that a plurality of e-mail creators 12,
e-mail senders 14 and e-mail documents with an embedded live
content reference 18 may be accommodated by the disclosed system
and method.
In one specific embodiment of the disclosed system and method, the
created e-mail document 18 is to be used in carrying out an
advertising campaign utilizing e-mail messages delivered to
recipients identified by an advertiser. The recipients 22 (shown as
a single recipient, but envisioned to include a plurality of
recipients) may be persons who have provided their e-mail addresses
and possibly other demographic information to the advertiser with
the knowledge that they may receive e-mails sent on behalf of the
advertiser, i.e. they may have "opted in" to receiving e-mails from
the advertiser. The advertiser utilizing a first remote device 912
may upload a list of recipients as well as demographic information
regarding each recipient that includes at least one attribute
utilized to select the appropriate dynamic content and/or the
appropriate live content to be included in the e-mail message
opened by the recipient.
As shown, for example, in FIG. 10, the created e-mail document with
live content 18 may include areas that include generic content
1002, such as the name of the advertiser or person on whose behalf
it is sent and other generic text or images, and one or more
dynamic content areas 1004, 1006 that will include dynamic content
selected based on some appropriate criteria or attribute associated
with the recipient, which may include demographic information
regarding the recipient. At least one dynamic content area 1006 in
the e-mail document 18 is configured to display live content and is
thus referred to as live dynamic content area or live content area
1006. In one embodiment of the disclosed system and method, the
selection of appropriate content to populate the dynamic content
area 1004 is accomplished as described in U.S. Pub. No.
2004/0,215,479 and the selected dynamic content is rendered at the
time the e-mail is sent. The selection of the one or more items of
appropriate live content for rendering in the live dynamic content
area 1006 of the e-mail message at the time it is opened may also
be based on demographic information of the recipient. The live
content may be selected from one or more dynamic content items
uploaded for storage in an ad server 20.
In the embodiment illustrated in FIG. 1, the ad server 20 is a
third party ad server such as, for example, 24/7 Real Media.RTM.,
and DoubleClick.RTM.'s Dart for Publishers.RTM.. Other third party
ad servers may be utilized within the scope of the disclosure. It
is also within the scope of the disclosure for the ad server 20 to
be a server implemented by the ESP system 16. The ad server 20 may
include memory or other storage media such as ad store 32 for
storing the live content. Ad servers 20 may include other
server-side logic for real time rendering.
In one embodiment of the disclosed system, method and user
interface, as shown, for example, in FIGS. 11-13, the live content
displayed in the live content area 1006 of the e-mail document with
embedded live content 18 is a coupon 1102 with an expiration date
1104. In FIG. 11, the illustrated e-mail with embedded live content
18 has been opened and is thus an opened e-mail 1100. This
embodiment, allows cross channel tracking of the coupons issued and
utilized. This embodiment may be utilized in different scenarios,
such as, for example, allowing in store discounts, offering
callback incentives for in store purchases of abandoned online
items, or for geo-targeted "competitive couponing."
It has been recognized that proximity to a shopping location
influences shopping preference with consumers exhibiting a
location-based loyalty to similar market retailers, such as, for
example, large chain retailers who sell home improvement items.
"Competitive couponing" refers to the process whereby a retailer
not in the home market of a consumer attempts to draw the consumer
away from a similar market retailer in the consumer's home market
by offering coupons to the consumer in the hopes that the offered
savings will induce the consumer to purchase an item from the
retailer's store rather than from a similar market retailer in the
consumer's home market. The market retailer will generally forego
sending similar coupon offers to the consumers in their own market
territory who would likely patronize the retailer's store based on
proximity alone, thereby reducing wasteful spending on coupons. The
market retailer will also generally forego sending similar coupon
offers to the consumers who are too distant from their own market
territory, thereby further reducing wasteful spending on coupons.
Thus, competitive couponing is considered to be geo-targeted
advertising.
The image of the coupon 1102 may be stored in memory along with
expiration data, such as, for example, a time stamp, that indicates
the latest moment that the advertiser desires the coupon to be
presented to a recipient, which is typically a date earlier than
the expiration date 1104 printed on the coupon. Expiration data may
alternatively, or additionally, include an initial fixed number or
remaining number of coupons to be delivered which number may be
decremented each time an image of the coupon 1102 is rendered.
Expiration data may include data regarding the remaining number of
an item available in a limited quantity, such as tickets to a
sporting or entertainment event, seats on public transportation,
etc. which number may be decremented each time an item of limited
quantity is acquired. The expiration data is associated with the
live content image in memory by providing appropriate links or
pointers or by storing the image and expiration data in fields of a
database. The image and expiration data may be stored in an
appropriate data structure, such as a stack, a queue, a tree etc.
along with other live content. Although this disclosure describes
an "image" it should be understood that such term includes concepts
such as text and other features that are to be presented as live
content.
Desired attributes for recipients of the coupon to exhibit may also
be stored in memory and associated with the image and the
expiration data for each live content item. Separate data
structures identified by the desired attribute which a recipient
should exhibit to be presented with the live content may be created
so that when each recipient's attribute is determined, the link or
code in the live content area 1006 may direct that the appropriate
data structure be accessed to retrieve appropriate live content for
rendering in an opened e-mail 1100.
As shown, for example, in FIG. 12, a retailer 1202 wishing to offer
to consumers 1204 coupons 1006 rendered in an open e-mail 1100
generates unique coupon codes for consumption by a point of sale
system which unique codes would be stored in a Point of Sale (POS)
database 1210. Separate distinct coupon codes may be generated for
each coupon in multiple offers or coupon campaigns. For instance,
one coupon campaign may offer 40% discount on a particular item
while a different coupon campaign may offer two for one pricing on
a different item. Images are generated for each coupon to be
presented for each distinct coupon campaign the coupon image will
indicate the terms of the offer, any expiration date 1104 for
accepting the offer and other information such as a bar code or
other indicia indicative of the unique coupon code 1106. The image
for each coupon is stored in a database, such as, for example, ad
store 32 (FIG. 1) or the coupon system 1206, associated with the
e-mail campaign or JobID 1222, coupon code 1224 and expiration data
indicative of the last date on which the coupon should be rendered
in an opened e-mail 1110. The coupon image may also be stored with
information indicative of the types of demographic data, including
geographic location data, any recipient of the coupon should
exhibit. The information associated with each coupon image
facilitates tracking multiple offers for reporting and billing
purposes.
In one embodiment of the system and method, when a coupon has been
rendered at the time of the first opening of the e-mail 1100, the
same coupon is rendered (including the unique coupon number
indicia) each time that e-mail is opened. If the e-mail is reopened
after the expiration date of the coupon, an image may be stored in
the database associated with the coupon that causes the e-mail
engine to render an "Invalid Coupon" image on top of the coupon
image or an "Offer No Longer Valid" image in place of the coupon
image. These "Invalid Offer" and/or "Offer No Longer Valid" images
may be generic images or may be specific to each coupon campaign
within the scope of the disclosure. These "Invalid Offer" and/or
"Offer No Longer Valid" images may contain any appropriate message
or indicia that would convey the message that the coupon is no
longer valid. Alternatively, instead of an indication that the
offer is no longer valid, a standard message or coupon (for example
5% off any purchase) or different live content representing a
current offer could be presented to the recipient.
E-mail messages with embedded live content 18 are generated by the
e-mail engine 1208 of an ESP 16. As explained herein the e-mail
message with embedded live content 18 may include generic
information 1002, dynamic content that is rendered at the time of
sending of the e-mail 1004 based on certain parameters related to
the intended recipient of the e-mail as described in U.S. Pub. No.
2004/0,215,479, and a dynamic live content area 1006 in which live
content (in this specific example an image of a coupon 1102 and
indicia of the unique coupon code 1106) will be rendered at the
time of the e-mail open. At the time of sending the e-mail with
embedded live content 18, code within, or associated with, the live
content area 1006 is included which is returned to the ESP 16 at
the time the recipient or audience indicates a desire to open the
e-mail document. In one specific embodiment this code is a
parameterized image IMG call inserted in the e-mail with embedded
live content by the ESP which identifies the individual and the
appropriate coupon campaign to be rendered. One specific example of
such an image call is: Pass Subscriber ID (/sub=123456) and
jobID(&job-12345). In addition to the preceding code, internet
visible values (e.g. in URL parameters) may be encoded in the
parameterized image call as a security measure to limit the ability
of a recipient to change values and thus iterate through the
available coupon codes This code contains indicia sufficient for
the ESP to select appropriate live content to be rendered at the
time the e-mail is opened.
When the e-mail with embedded live content 18 is opened the
parameterized image call sends an IMG call to the coupon system
1206 so that a coupon assignment may be made at the time the image
of the coupon is rendered. In one example, there are fewer codes
created than there are subscribers on the list of recipients of the
e-mail with embedded live content 18. The number of unique coupon
identifiers may be based on historical data related to past open
rates for similar campaigns and the number of recipients on the
list. In the event that the coupon codes are all assigned (i.e.
more recipients open the e-mail than historical data would
predict), the "Offer No Longer Valid" image may be rendered in lieu
of the image of the coupon.
Once a unique coupon code is assigned to a specific e-mail document
at the time it is opened, the coupon system 1206 is programmed to
not assign that specific code to any other opened e-mail. However
if the same e-mail is opened more than once, the same coupon image
with the unique code indicia as was previously rendered in that
specific e-mail document is again rendered for the e-mail, at least
so long as the offer remains valid. Thus, when an image call is
sent to the coupon system 1206 an initial determination step 1240
is performed wherein it is determined whether a unique coupon code
has been assigned to the specific e-mail document being opened.
Upon receipt of an image call, the coupon system 1206 is programmed
to look up the unique coupon identifiers (subscriber and campaign)
contained in the image call. If the coupon has already been
assigned to the subscriber for the specific campaign, the same
coupon image is again rendered in the live content area of the
opened e-mail as was previously rendered, at least so long as the
offer remains valid. If the coupon has not already been assigned,
the coupon system 1206 is configured to write a new record in a
tracking table 1218 and render a new coupon in the opened e-mail
with embedded live content 18 from which the IMG call was received.
In one example, each record in the tracking table 1218 includes a
subscriber ID 1220, a JobID 1222, a coupon code 1224 and a date
stamp 1226. If the offer has expired or all of the unique coupon
codes have already been rendered, the alternate "Offer is No Longer
Valid" image may be rendered in the live content area.
At some time, either prior to going to the point of sale or while
at the point of sale, the e-mail with the rendered image of the
coupon containing the unique coupon code is printed in a printing
step 1260 by the recipient in order to redeem the offer contained
therein. While described as being printed, it is within the scope
of the disclosure for the recipient to either present the printed
coupon from step 1260 or present the coupon code at the point of
the sale or otherwise display the e-mail containing the rendered
image of the coupon in a presentation step 1270, so that personnel
or equipment at the point of sale may validate the coupon in a
validation step 1280. In one embodiment, validation of the coupon
step 1280 includes determining whether the unique coupon code is
valid and determining that the unique coupon code has not been
previously redeemed. The validation step 1280 may also involve
recording usage information regarding the coupon usage by storing
data in the POS database indicative of one or more of the coupon
code, a datestamp indicating the time of redemption, a basket
amount showing the total amount paid for all purchases during the
redemption of the coupon, a discount amount, CC information, and
basket information such as the SKUs for all items purchased during
the coupon redemption, the departments from which items were
purchased and/or other information regarding purchases made during
coupon redemption.
As shown, for example, in FIG. 13, the tracking and reporting
process associated with presenting e-mails with embedded live
content 18 wherein the live content is a coupon 1102 includes
several steps. As previously mentioned, at the time of redemption
of the coupon, as a portion of the validation step 1280, redemption
information is stored in the point of sale database 1210 associated
with each unique coupon code. In the example shown in FIG. 13, this
redemption information 1310 for each coupon code may include the
coupon code, the datestamp of the time of the redemption, the
basket amount, the discount amount and CC information. The retailer
provides the redemption information 1310 to the coupon system 1206.
It is within the scope of the disclosure that not all of the
redemption information collected during the validation step 1280
for storage in the point of sale database 1210 is reported to the
coupon system 1206. For instance, in some examples, only the coupon
code and datestamp of the time of redemption is reported to the
coupon system 1206 for each coupon code. Additionally, the basket
amount may be reported to the coupon system 1206 by the retailer
1202. The retailer may have an internal data warehouse (not shown)
to which they transfer some or all of the redemption information
1310 regarding each coupon code for more permanent storage in order
to free up memory in the point of sale database.
In the disclosed embodiment, the coupon system 1206 and the e-mail
engine 1208 are implemented by an ESP system 16. The system 16 may
include a coupon reporting database 1320 wherein the redemption
information 1310 received from the retailer 1202 is stored for
merging with information generated by the e-mail engine 1208. The
ESP 16, utilizing the tracking table 1218 generated by the coupon
system 1206 at the time of coupon assignment, can look up the
e-mail address to which each unique coupon code was assigned in a
lookup e-mail address step 1330. The email engine 1208 can then
generate a reporting tracking table 1340 including data extracts
that are Application Program Interface (API) or File Transfer
Protocol (FTP) accessible to the coupon system 1206 for each unique
coupon code. As shown, for example, in FIG. 13, the data extracts
included in the reporting tracking table 1340 may include the
e-mail address of the recipient to whom each unique coupon code was
assigned, the JobID for the job that the coupon was served from,
the coupon code and a date stamp of when the coupon was
assigned.
The reporting tracking table 1340 generated by the e-mail engine
1208 may be merged with the redemptions information 1310 stored in
the coupon reporting database 1320 by the coupon system 1206 to
generate a coupon redemption report 1350. The coupon redemption
report 1350 and any data contained therein, in one embodiment, is
available online to the retailer 1202. The data included in the
coupon redemption report 1350 may be organized by e-mail campaign,
by coupon campaign or by e-mail recipient. Among the type of
information which may be present in the coupon redemption report
include the redemption rate compared to e-mails delivered or
e-mails opened and/or the redemption lag time determined from the
datestamp of the unique coupon code assignment contained in the
reporting tracking table 1340 and the datestamp for the time of
redemption contained in the redemption information 1310.
The system 16 via the coupon system 1206 may provide an
administrative interface such as user interface 10 in FIG. 1
generated by the ESP's server that facilitates creation of new
coupon campaigns by permitting the retailer 1202 interfacing with
the administrative interface, such as via a first remote device, to
enter information indicative of the name and description of the new
coupon campaign, to enter information establishing an end date at
which the coupon is no longer to be served, an upload tool for
uploading coupon images and alternative images specific to the
campaign and an import tool for new coupon codes associated with
the campaign.
The administrative interface may also be utilized to display or
otherwise report to the retailer 1202 tracking information
regarding any ongoing coupon campaigns. Among the information that
may be presented by the interface is real time information
regarding coupon availability, including the number of total unique
coupon codes uploaded, the number of unique coupon codes assigned
to a consumer, the number of remaining unassigned unique coupon
codes, the percentage of available unique coupon codes assigned,
the time at which the first unique coupon code was assigned, the
time elapsed since the assignment of the first unique coupon code,
the average rate per time period (per minute, per hour, per day,
per week) that unique coupon codes have been assigned, the peak
distribution rate per time period, and/or other information that
can be calculated or otherwise gleaned from the information stored
in the tracking table 1218 or information stored in memory or on
any database accessible by the ESP, including but not limited to
the coupon reporting database 1320, ad store 32, and/or the
database 918. Utilizing the administrative interface the retailer
1202 may be provided access to raw data extracts utilized to
generate the coupon redemption report 1350.
In other embodiments of the disclosed system and method, the live
content displayed in the live content area 1006 of the e-mail with
embedded live content 18 may be an advertisement that includes an
image presenting an offer or an opportunity that is available for a
limited time (e.g. year end sale from December 26 to December 31),
is available only on certain days of the week (e.g. kids under 12
eat free from children's menu on Tuesdays with purchase of adult
meal) or the year (e.g. complimentary birthday meals) etc. The
image presenting the offer or opportunity is stored in memory
associated with expiration data and possibly desired attributes
that should be exhibited by a recipient. The image, expiration data
and desired attributes may be stored in a database or other
appropriate memory structure. Accepting the offer or taking
advantage of the opportunity may require accessing a webpage or
following a link. Java scripts or other code, such as URLs may be
stored in memory associated with the live content in such
situations.
As shown for example, in FIG. 7, in one embodiment of the disclosed
system and method the e-mail creator 12, referred to in this
embodiment as the publisher 12, may be a person who has indicated
their willingness to allow advertising to be embedded in e-mails
sent on his or her behalf by an ESP using system 16 who has
indicated that advertisements may be embedded in the e-mail by
including appropriate live content code to designate a live content
area 1006 in the e-mail document with embedded live content 18. In
such an embodiment, the e-mail creator 12 may be endeavoring to
fund or monetize an e-mail subscription service wherein they are
providing e-mails containing relevant content to subscriber
recipients who have opted into the subscription service. Such an
e-mail subscription service could be funded or monetized by the
e-mail creator 12 receiving all or a portion of the advertising
revenue generated from placement of advertising materials in
e-mails sent to subscribers or from receiving a credit for all or a
portion of the advertisement revenue generated against costs
charged by an ESP sending the e-mails sent to subscribers.
In one embodiment of the disclosed system and method, the e-mail
document may be created utilizing hypertext mark up language
("HTML") or another appropriate language for generating e-mail
documents. In an alternative embodiment of the disclosed system and
method the e-mail document may be created utilizing a graphical
user interface ("GUI"), examples of which are illustrated in FIGS.
2-6, providing appropriate tools for entering generic content such
as text and images and for identifying one or more areas of the
e-mail document that will receive dynamic content, at least one of
such areas being configured for receiving live content. The GUI is
configured to generate and appropriately embedded HTML statement in
the e-mail document. The GUI will generate appropriate code for
inclusion in the e-mail document to properly render an e-mail at
the time of opening which e-mail will include live content.
As shown, for example, in FIG. 1, an e-mail sender 14 indicates
that an e-mail should be sent in a send e-mail step. The send
message step may include an indication of the recipients 22 who
should receive an e-mail message and the e-mail document with
embedded live content 18 that should be sent. The e-mail message
sender 14 may be the e-mail creator 12, a third party or some
automated system that requests that e-mails be sent according to
its programming. An outbound message manager 24 accesses the
appropriate e-mail document with live content 18 referenced in the
e-mail send request, interprets code or other statements in or
associated with the referenced e-mail document to determine the
attributes used to select the appropriate dynamic content to be
included in the dynamic content areas 1004, 1006 of the e-mail
document, including any attributes to be used to determine the
appropriate live content to be included in the live content area
1006, accesses memory locations wherein data is stored to determine
what attributes are exhibited by each recipient and constructs at
least portions of the e-mail message to be sent to each
recipient.
In one embodiment, for all dynamic content areas 1004 of the e-mail
document that does not include live content, the appropriate
dynamic content for each recipient 22 is embedded and rendered in
the e-mail message to be sent to each recipient by accessing the
appropriate memory location to retrieve the appropriate dynamic
content. In this specific embodiment, the outbound message manager
24 also determines what live content would be currently appropriate
for including in the e-mail message to be sent to each indicated
recipient 22. Upon determining the currently appropriate live
content for each recipient, the outbound message manager 24
accesses the memory location (often on memory available to the ad
server 20) where the currently appropriate live content is stored,
and downloads the image, attribute and expiration data and any java
script or other code that controls interactions with the live
content for the currently appropriate live content for each e-mail
recipient 22. The outbound message manager 24 stores the downloaded
data in a memory location, such as for example in the link store
memory 26, accessible by the click manager 28 and associates it
with some identifier for the appropriate e-mail message. Once the
outbound message manager 24 has assembled each e-mail message to be
sent by embedding the appropriate non-live content dynamic content
in the dynamic content area 1004 of the e-mail message with
embedded live content 18 and leaving the appropriate code from the
e-mail document 18 for the live content selection (which appears to
be a link to a browser) in the e-mail message without including an
image, each e-mail message so constructed is sent to an e-mail
transfer agent 30 for delivery to the appropriate recipient 22. The
outbound message manager 24 ensures that the `Track all links found
within this e-mail` feature is enabled when the e-mail is sent so
that appropriate data can be acquired for billing and reporting to
advertisers.
The e-mail messages sent to each recipient 22 do not include any
java script or other code required for live content which may
render the e-mail message undeliverable. Delivery of each e-mail
message is tracked in a conventional manner. Tracking links for
each e-mail message sent are stored in link store 26.
In making the determination of which dynamic content should be
included in the dynamic content areas 1004, it is possible that no
available dynamic content will satisfy the criteria set forth in
the e-mail document for selecting dynamic content. Default content
that is not time sensitive may be provided for inclusion in dynamic
content areas 1004 if no other content meets all of the criteria
set forth in the e-mail document 18. Appropriate if-then-else logic
may be applied by the outbound message manager 24 to determine
whether dynamic content or default content will be included in each
dynamic content area 1004 of the e-mail document. Alternatively, if
no appropriate content is found for inclusion in one or more
dynamic content areas 1004 in the e-mail document, at the time the
outbound e-mail manager 24 assembles an e-mail for delivery, the
code in dynamic content area 1004 may be left in the e-mail or may
be modified if necessary to send an HTTP call to the click manager
28 at the time the e-mail is opened requesting that any then
appropriate available dynamic content be rendered in the dynamic
content area 1004. The click manager 28 may then apply the
appropriate if-then-else logic to deliver then available
appropriate dynamic content or default content if no appropriate
dynamic content is available for rendering in the dynamic content
area 1004. Alternatively, if no appropriate dynamic content is
available either at assembly or at open, the dynamic content area
1004 for which no appropriate content is available may be left
blank when the e-mail message is rendered.
Those skilled in the art will recognize that since the e-mail
message viewed by the recipient is not fully rendered until opened,
it is within the scope of the disclosure for the non-live dynamic
content area 1004 and the appropriate live dynamic content area
1006 to be treated in the same manner as the live content area 1006
and live content is treated by the outbound message manager 24.
Each recipient 22 accesses their e-mail via a computing device
running an e-mail client, such as, for example, a second remote
device 919. The e-mail client may be a thick client with an HTML
agent, such as Outlook.RTM. from MicroSoft.RTM., or a web based
e-mail client such as Yahoo Mail.RTM.. When the recipient 22 opens
the e-mail message, the embedded live content code is perceived to
be a link to a browser and thus an HTTP call indicative that the
e-mail has been opened is sent to the click manager 28. In one
embodiment, the open e-mail( ) HTTP Get-style ad request call sent
to the click manager 28 includes API calls wrapped in a URL. In one
embodiment the entire ad URL is embedded inside the live content
area 1006 of the e-mail document with embedded live content 18. The
output type for the live content is HTML. In one embodiment the
live content or ad to be displayed in the live content area 1006 is
`display ad`-type ad (<a href= . . . ><img src= . . .
></a>). The live content Ad URL returns a single display
ad (multiple ads require multiple ad_insert blocks).
In one embodiment, one wrapped API induces the ESP system 16 to
check the previously stored live content satisfying the ad request
from the opened e-mail to determine if it is still timely by
checking its associated expiration data. If the previously stored
live content is still timely, the ESP system 16 delivers the image
for the live content and any java or control codes to the recipient
and the e-mail message is rendered. If the previously stored live
content is no longer timely, the click manager 28 requests new
timely live content from the ad server 20 which satisfies the
parameters of the ad request in an HTTP request that may include an
API to the ad server 20. The ESP system 16 stores the image,
expiration data, attribute data and any java script or ad control
code of appropriate live content return from the ad server 20 in
memory, such as for example in ad store 32. The ad image is
returned in response to a get ad image( ) call generated by the
opening of the e-mail document with embedded live content 18 by the
recipient 22. If the advertisement returned from the ad server 20
includes an ad redirect page, it is returned in response to a get
ad page( ) call.
The click manager causes the ad redirect page to be stored in ad
store memory 32. In one embodiment, the redirect page is stored via
a store add redirection page( ) call. In one embodiment, the click
manager 28 delivers the image for the appropriate live content to
the recipient via a serve ad image( ) call. Upon receipt of the ad
image, the e-mail message is finally rendered with the appropriate
general, dynamic and live content. Thus e-mail messages including
live content are first rendered following opening.
The click manager 28 continues to monitor recipient 22 interactions
with the e-mail. If the image delivered for display in the live
content area is clicked, the e-mail client sends an HTTP click ad
link( ) call to the click manager 28. In response to receipt of the
click ad link( ) call the click manager 28 retrieves the
redirection page from ad store memory 32 utilizing a Get ad
redirection page( ) call and stores data indicating that the ad was
clicked upon for billing and reporting purposes. The click manager
28 sends the appropriate redirection page to the second remote
device accessed by the recipient 22 via an HTTP serve ad
redirection page( ) call.
In one embodiment, each time the e-mail message is re-opened by the
recipient, the system delivers appropriate live content for
rendering in the live content area in the manner described above.
The reference to an image is not to a fixed location, but rather
triggers live content's server side processing that determines, in
real time, the image to be displayed based on parameters such as
time, number of impressions already delivered for an image and/or
other appropriate parameters.
In one embodiment of the disclosed system and method HTML is
utilized to create the e-mail document with live content 18.
However, since many targeted advertising servers or ESPs using, for
example system 16, as illustratively shown in FIG. 7, deliver
e-mails for clients or e-mail creators 12 that do not desire live
content but do wish to have advertisements sold to an advertiser 40
displayed in their e-mails, as shown for example, in FIG. 7A, and
for clients 12 who do desire that live content from advertisers 40
be included in their e-mails, as shown, for example, in FIGS. 7B
and 8, a business rule (here used in the sense of a switch or flag
indicating to the system that live content may be included in an
e-mail) may be turned on or set with regard to clients requesting
the ability to designate live content areas 1006 in their e-mail
documents. In one example a system operator for the ESP system 16
may enable business rule EMBEDDED_AD_SUPPORT on the account
associated with a client that is to be allowed to use this
functionality.
FIGS. 2-6 are screen shots of a various screens of GUIs generated
by the targeted advertising server to facilitate creation of e-mail
documents with live content areas.
As shown, for example, in FIG. 2, the targeted advertising server
may generate a GUI 210 that facilitates creating an e-mail document
having a live content area 1006 through entry of HTML code in
appropriate areas. The GUI 210 may include a Preview HTML tab 220,
an edit HTML tab 230, a Preview Text Version tab 240, an Edit Text
Version tab 250, a send e-mail button 260 and a close button 270.
When the edit HTML tab 230 is selected as shown in FIG. 2, the
various content areas of the e-mail to be created are displayed and
text or appropriate HTML code can be entered into text boxes within
the screen. In FIG. 2 the only content area containing text is a
live content area 280. Other areas of the e-mail document have yet
to be identified as general or generic content areas, dynamic
content areas or live content areas 280. In the live content area
280 the appropriate HTML code is entered to set the attributes and
instructions for selecting appropriate live content to be displayed
in the live content area 1006 when the e-mail is rendered at the
time it is opened.
The e-mail creator 12 accessing the GUI 210, after designating a
live content area 280 may manually type or copy a URL to the live
content (referred to as an ad URL) to be embedded in the live
content area 1006 of the sent and opened e-mail. In one embodiment
the entire ad URL must be embedded inside the live content area 280
and must call an HTML Ad output type to allow rendering the
appropriate live content in the live content area 1006 of the
e-mail 18 when it is opened.
Publisher ID and other parameters are entered manually in one
embodiment. Utilizing the GUI 210, the e-mail creator 12 creates
the e-mail that will have the embedded live content by designating
areas for general content, dynamic content and live content 280. In
one embodiment, the e-mail creator 12 inserts the tag `ad_insert`
into the content area(s) 280 where the live content ad should
display when creating the e-mail document utilizing the GUI 210.
The ad_insert tag should include text that provides the details of
the publisher and slot (and the URL).
In one embodiment of the GUI 210, the ad_insert tag utilizes the
context %%ad_insert:<ad>%%. An appropriate ad_insert tag
should be inserted wherever a live content ad should appear. The
e-mail creator 12 should replace <ad> with URL-encoded
address (including query string parameters) of the ad server 20
from which the live content should be retrieved. The tag
`ad_insert` should only be placed into live content area(s) 280 of
the e-mail document with live content 18 and should provide the
details of the publisher and slot (and the URL). In the illustrated
GUI, Publisher ID and other parameters may be entered manually.
Users can use standard syntax to perform subscriber-level
substitutions in embedded ad strings for cust_params query
parameter or for geo-targeting parameters (gr, gl). Additionally,
users can use a system substitution string %%ip_addr%% for ip-based
geo-targeting. By utilizing a correlator query parameter improved
ad rotation may be implemented through system management. The user,
if desired, should provide any required substitution strings for
cust_params or geo-targeting. Prior to pressing the send button,
tracking should be on for the send.
Below are examples of ad_insert tags exhibiting different
functionality:
Example 1
No Substitution Strings
TABLE-US-00001
%%ad_insert:client=ca-pub-0123902782641168&slotname=
email_300x250 &page_slots=email_300x250&url=http%3A%2F%
2Fwww.exacttarget.com%2F: %%
Example 2
Substitution Strings
TABLE-US-00002
%%ad_insert:client=ca-pub-0123902782641168&slotname=
email_300x250 &page_slots=email_300x250&url=http%3A%2F%
2Fwww.exacttarget.com%2F &gr=%%Region%%:%%
%%ad_insert:client=ca-pub-0123902782641168&slotname=
email_300x250 &page_slots=email_300x250&url=http%3A%2F%
2Fwww.exacttarget.com%2F &cust_params=gender%3D%%=
LOWERCASE(Gender)=%%:%%
Example 3
IP-Based Geo-Targeting
TABLE-US-00003
%%ad_insert:client=ca-pub-0123902782641168&slotname=
email_300x250
&page_slots=email_300x250&ip=%%ip_addr%%&url=
http%3A%2F%2Fwww.exacttarget.com%2F:%%
FIGS. 3-6 illustrate screens of a GUI generated by the ESP system
16 to facilitate creation of an e-mail document with live content
18. FIG. 3 shows a top level screen 310 and a select orientation
screen 410. The top level screen 310 includes a create button 320
which when clicked causes the GUI to generate the select
orientation screen 410, shown in greater detail in FIG. 4. The
orientation screen 410 displays several thumbnail images that may
be selected by clicking thereon which define the initial layout of
the content area of the e-mail document 18. Once an initial layout
thumbnail is selected, the next button 420 may be selected to
generate a similar screen from which another thumbnail may be
selected for an overlay layout that is displayed on the initial
layout. Layouts may be sized by click and drag operations. FIG. 6
shows an e-mail document generated by clicking on the initial
layout thumbnail designated image left, clicking on the next button
420 and then clicking on the live content thumbnail and sizing the
live content layout.
FIG. 5 is a screen shot of a select live content screen 510 that is
generated by the ESP system 16 when a live content area 280 is
selected for the e-mail document. The screen 510 includes ad server
buttons 520 whereby the appropriate ad server 20 may be selected to
designate from where the live content should be retrieve. An upload
button 530 is provided for uploading images for utilization as live
content images not available on an ad server. Image size buttons
540 are provided for selecting the desired relative size of the
image to be presented in the live content area 1006 of the e-mail
document with embedded live content 18. A URL text box 550 is
provided for manual entry of a URL for controlling the live content
to be displayed in the live content area. Utilizing the GUI shown
in FIGS. 3-6, users can select from a drop-down list in an editor
to insert preconfigured portions of ad_insert tags related to
specific advertisements into the live content area. The illustrated
GUI allows configuration of account-level attributes such as
Publisher id and Ad-server URL. The illustrated GUI allows mapping
of subscriber attributes to ad-slot custom and native
attributes.
One embodiment of the disclosed system and method provides a
content integration framework that allows content to be supplied
using dynamic images within e-mail messages. The ESP system 16
obtains the appropriate advertisement server-side and embeds the
image within the e-mail message when opened. Embedded dynamic image
rendering of advertisement allows: 1) accurate measuring of opens
(impressions) and click-throughs; 2) avoiding wasting ad dollars in
e-mails that are not opened; 3) avoiding blocking of live content
advertisements by ISP because no JavaScript is included in the
delivered e-mail message; 4) delivering time based relevant
advertising--E-mails opened today may serve different
advertisements than e-mails opened next week; and 5) advertising
targeting based not just on content of e-mail but also recipient
attributes.
In one embodiment of the disclosed system and method, at the time
an e-mail with embedded live content 18 is opened, the image to be
presented in the live content area 1006 is requested from the ad
server 20. The e-mail content is read by the ad server 20. A
targeted advertisement is generated by ad server 20. The
advertisement is rendered in an image and served to the e-mail
recipient. The advertisement is listed as a page view within a
tracking database. If clicked, the click-through is passed through
the tracking database. The click-through registers the targeting
advertising server as a source and the advertisers' accounts are
appropriately updated.
A general enterprise marketing embodiment of the disclosed system
and method allows businesses to monetize their advertising with
highly relevant live content ads. A publishing industry embodiment
of the disclosed system and method allows publishers to manage all
of their ads in one place and enable ad servers to capitalize on
the publishers unsold e-mail inventory. An SMB Market embodiment of
the disclosed system and method allows ad servers or other
advertisers to offer a free newsletter service in return for
serving up highly relevant live ads in those e-mails.
There are several opportunities to leverage live content ads in
e-mail for targeted marketing servers, shown, for example, in FIGS.
7B, 8, 14 and 15-24.
ESP targeted marketing servers may integrate with Ad Servers
allowing existing customers to leverage ad content managed by third
party ad servers, as shown, for example, in FIGS. 7B and 8. The
customers who sell ads directly on their website, could now sell
and manage ads in e-mails in a similar fashion to their web page
inventory. Examples of ad servers 20 are 24/7 Real Media.RTM., and
DoubleClick.RTM.'s Dart for Publishers.RTM..
ESP system 16 may integrate with third party ad networks allowing
customers to place third party ads within their e-mails, as shown,
for example, in FIG. 14. Customers who do have the staff to sell ad
space in their e-mails can monetize their e-mail program by placing
ads managed and hosted by third party ad networks. Examples of
third party ad networks are Google.RTM. AdSense.RTM.,
Microsoft.RTM. AdCenter.RTM., Yahoo.RTM. Advertising, Ad
Knowledge.RTM., and many more.
The targeted marketing server may create an advertising exchange
where the targeting market server becomes an ad network that
connects advertisers with e-mail marketers. This makes the ad
inventory purchased by advertisers available to customers to place
in their e-mails in an ad exchange.
The targeting marketing server may go to market directly or through
a partner to offer a free newsletter service in return for serving
up highly relevant and local ads in those e-mails.
According to one embodiment of the disclosed system and method, as
shown, for example, in FIG. 14, a third-party ad server 20 supplies
live content for display within a live content area 1006 of an
e-mail message originally sent by a ESP system 16 to a recipient.
The ESP system 16, in at least one embodiment, utilizes demographic
or other information regarding the recipient who has just opened an
e-mail to select appropriate live content for display in the live
dynamic content area 1006 of the e-mail document with embedded live
content. The appropriate live content is obtained server-side by
the ESP system 16 at the time the e-mail message is opened by the
recipient. The ESP system 16 utilizes embedded dynamic image
rendering of the live content. Utilizing embedded dynamic rendering
of the live content facilitates accurate measurement of the number
of impressions (i.e. e-mail openings) and interactions (click
throughs) of the live content. This provides a more accurate
measurement of revenue generating events for the pricing scheme
utilized for selling the advertising (e.g. CPM impressions or CPC).
As a result, advertising dollars are not wasted on e-mails that are
not opened. Since the embedded dynamic image rendering does not
utilize JavaScript imbedded in the e-mail message, which is often
blocked by e-mail filters, to deliver the live content the e-mail
messages that will present the live content is less likely to be
blocked by an internet service provider ("ISP"). Utilizing embedded
dynamic image rendering to deliver the live content, allows the
live content rendered in the e-mail at the time of opening to be
time relevant live content. As mentioned above, the appropriate
live content may also be selected not only on a time sensitive
basis but also based on the content of the e-mail message and/or
other demographic information or attributes of the recipient.
In one embodiment of the disclosed system and method, an e-mail
creator or client 12 creates an e-mail document with embedded live
content 18 by designating a live content area 1006 wherein they are
willing to have live content from a third party ad server 20
displayed. An ESP system 16 sends multiple e-mail documents with
embedded live content 18 to a plurality of recipients or
subscribers 22 by sending the e-mail message to a remote device
accessed by the subscriber 22. When the recipient 22 interacts with
the remote device to indicate a desire to open such e-mail message
18, the remote device executing code embedded in the e-mail
document 18 requests an image from the web server for display in
the live content area 1006 configured to display live content.
As shown, for example, in FIGS. 15-24, in one embodiment of the
disclosed system and method, one way in which an entity engaging in
an e-mail campaign can increase the effectiveness of live content
presented in e-mails sent to their subscribers is to have the live
content be rendered at the time of opening and contain live content
that has been or is being tested for its effectiveness by campaign
effectiveness functionality such as that offered by a behavioral
testing company. In one embodiment of the disclosed system and
method, an ESP system generates a web based application with which
an entity engaging in an e-mail campaign designates that live
content to be rendered at the time of opening of an e-mail message
with embedded live content is to be live content that is the
subject of analysis by campaign effectiveness functionality.
In one embodiment of the disclosed system and method, the ESP
includes, or is integrated with, campaign effectiveness
functionality. The ESP system functionality is used to send the
e-mail message and embedded live content and the campaign
effectiveness functionality is utilized to test alternative live
content for the campaign. In one embodiment of the disclosed system
and method, the ESP passes campaign information to the campaign
effectiveness functionality so that a marketer can manage the email
campaign. A recipient opens, clicks on, or otherwise interacts with
an electronic message, producing interaction information which is
sent to the ESP system (for example, the click manager) and is used
by the campaign effectiveness functionality. The campaign
effectiveness functionality may also receive information regarding
the recipient or access such information stored elsewhere. The
interaction information and/or the associated recipient information
are utilized by the campaign effectiveness functionality to make
decisions regarding live content to be rendered or otherwise
presented to recipients.
The following description envisions that the ESP system is of the
type operated by ExactTarget, LLC and is running a web-based
application including an e-mail technology that induces the ESP
server to generate a GUI through which marketers utilizing remote
devices interface with the ESP system and a behavioral testing
company providing campaign effectiveness functionality, such as,
for example, Omniture, Inc. that provides an application
(Test&Target) for conducting behavioral testing on alternative
forms of an advertising campaign. The alternative forms of images
or other advertising are utilized as the live content to be
rendered in the email campaign of the marketer at the time a
recipient opens an email message with embedded live content. Thus,
by integrating an ESP providing live content capability with a
campaign effectiveness functionality, optimization of e-mail
content occurs after the e-mail has been sent with the ability to
change the delivered live content. This allows marketers to test a
subset of their recipient list without testing the entire recipient
list to determine effectiveness of differing live content present
to recipients. In one embodiment, the ESP provides the content to
be tested while the campaign effectiveness functionality provides
the logic for the testing and tracks click throughs for the test.
In one embodiment, the ESP provides test reporting at an aggregate
level while the campaign effectiveness functionality provides test
reporting at a detailed level. In certain embodiments of the below
descriptions, the web-based application running on the ESP system
is sometimes referred to as "Live Content for Omniture" and the
behavioral testing application offered by the campaign
effectiveness functionality is sometimes referred to as Test &
Target. While the above companies and applications are utilized in
the description, it is within the scope of the disclosure for other
ESP systems running other applications for conducting campaigns and
other behavioral testing companies utilizing other behavioral
testing software to provide the campaign effectiveness
functionality to be utilized within the scope of the
disclosure.
As shown, for example, in FIGS. 15 and 16, a marketer 12 utilizing
a first remote device 912 coupled to the ESP system 16
(ExactTarget) prepares an e-mail for sending 1520. The marketer 12
configures a data source 1610, creates a live content object 1620
and inserts the live content object into an e-mail document 1630 to
create an e-mail document with embedded live content 18. Steps and
a screen of a GUI 1710 presented by the ESP server for carrying out
the step of configuring the data source 1610 are shown, for
example, in FIG. 17. Steps and a screen of a GUI 1810 presented by
the ESP server for carrying out the step of creating a live content
object 1620 are shown in FIG. 18. A screen of a GUI 1910 showing an
e-mail message with embedded live content 18 is shown, for example,
in FIG. 19. Steps and screens of a GUI 2010, 2110, 2210 presented
by the ESP server for carrying out the step of inserting the live
content object into an email document 1630 are shown in FIGS.
20-22.
As shown, for example, in FIG. 20, clicking on the content area
1006 of an e-mail message with embedded live content 18, in one
embodiment of the disclosed system, method and user interface
causes a content list 2020 to be displayed providing the user with
the options to Lock Content 2030, Retrieve Content 2040, Create
Content 2050 or Create Dynamic Content 2060. If the user selects
Create Content 2050, by, for example, clicking on Create Content
2050, a content creation GUI 2110, such as shown, for example, in
FIG. 21 is presented to the user. GUI 2110 provides radio buttons
for the image type to be inserted in the content area 1006 which
illustratively provides a static image radio button 2120 for
inserting a static image rendered prior to sending the e-mail or a
live content radio button 2130 for inserting live content into the
content area 1006 which will not be rendered until the e-mail is
opened. Since behaviorally tested live content is a form of live
content, the user selects the live content radio button 2130 to
indicate that live content will be inserted in the content area
1006 of the e-mail 18 when it is opened. Selecting the live content
radio button 2130 in the GUI 2110, populates the Live Content Type
drop down list 2140 with several options, one of which, as shown
for example in FIG. 21 includes a behaviorally tested live content
2145, such as, for example, behaviorally tested live content
received from Omniture Adbox. Selecting the behaviorally tested
live content 2145 from the live content type drop down list 2140
populates the Live content drop down list 2150 with available
campaign names from which the behaviorally tested live content is
to be selected, such as, for example, an Adbox BlackFriday campaign
2155. The above example, presupposes that a behaviorally tested
campaign entitled Adbox BlackFriday has already been created with
the campaign effectiveness functionality, illustratively Omniture
Adbox.
The ESP system 16 sends 1530 the e-mail with embedded behaviorally
tested live content 18 to the appropriate recipients of e-mails for
the e-mail campaign. When an open event occurs 1540, in one
embodiment, a call is placed to the ESP requesting a behaviorally
tested alternate live content image (referred to in FIG. 15 as a
campaign asset) which live content is then rendered 1550. In
another embodiment, when the open event occurs, a call is placed to
the campaign effectiveness functionality requesting a behaviorally
tested alternate live content image which live content is then
rendered. It should be understood that the images and other
material to be rendered may reside in a number of suitable
locations including within the ESP system 16, with the campaign
effectiveness functionality 1510, with the behavioral testing
company, or other memory or a database accessed. In one embodiment
of the disclosed system and method, the behaviorally tested
alternate live content is one of multiple versions of an offer that
is being tested by campaign effectiveness functionality 1510. As
depicted for example in FIGS. 15 and 24, behaviorally tested
alternate live content may be stored in memory, such as an adstore,
resident at the ESP 16 accessible by the ESP 16 or resident at the
campaign effectiveness functionality 1510. In one embodiment, when
calls for behaviorally tested alternate live content are received,
the ESP 16 rotates through the various alternate live contents with
each response to the live content call until a "winner" among the
alternate live contents is determined by the campaign effectiveness
functionality 1510, and then only serves the winning alternate live
content thereafter. In one embodiment, the campaign effectiveness
functionality 1510 selects which of the alternate live contents is
to be rendered consistent with their procedure for presenting
alternatives. Once the behaviorally tested alternate live content
is rendered, the campaign effectiveness functionality counts
conversions in the same manner utilized for counting conversions
for offers placed on web pages.
In one embodiment of the disclosed system and method, the campaign
effectiveness functionality 1510 conducts a test and target
campaign and the ESP system 16 runs the campaign. The ESP 16 tracks
the clicks for the entire e-mail campaign regardless of which
alternative behaviorally tested live content (campaign asset or
test image) is rendered, while the campaign effectiveness
functionality 1510 tracks the clicks related to each campaign asset
or test image. The campaign effectiveness functionality 1510
calculates the statistical confidence of the winning test image
based on the click rate per test image. In one embodiment, once the
campaign effectiveness functionality 1510 determines the winning
test image to an appropriate level of statistical confidence, the
winning test image is rendered every time a call is placed to the
ESP requesting a behaviorally tested alternate live content image
for the e-mail campaign.
For this integration, an adbox is an image only version of the mbox
and redirect offers represent a pointer reference to a publicly
viewable image. An mbox is a container of HTML that the campaign
effectiveness functionality 1510 utilizes to deliver alternative
tests or recipes. An Adbox is the image-only equivalent of an mbox
that is used to test variations of a single image. In one
embodiment, Adboxes do not require the use of javascript but
instead, redirect offers represent a pointer reference to a
publicly viewable image. In one embodiment of the disclosed system
and method, the ESP system 16 provides the email with content being
tested while the campaign effectiveness functionality 1510 provides
the logic for testing conversions of alternate live content. In one
embodiment of the disclosed system and method, the campaign
effectiveness functionality 1510 tracks clicks that are
illustratively sent through the ESP system or click manager. In one
embodiment of the disclosed system and method, the ESP system 16
aggregates opens, clicks, unsubscribe requests with regard to the
campaign without regard to which alternative live content is
rendered at the time of opening for a campaign. In one embodiment
of the disclosed system and method, the campaign effectiveness
functionality 1510 generates a report comparing the number of
clicks on a first alternative live content versus a second
alternative live content for an email campaign.
In one embodiment of the disclosed system and method, the following
features are enabled on the marketer's account with the ESP system
16: Data Extensions; Portfolio; AMPscript; Data Extract Activity
and Behaviorally Tested Live Content for Omniture. Also, the
marketer 12 has Omniture Test & Target to integrate with and an
understanding of the tools and terminology. In one embodiment,
before the marketer can use the integration to test and target
e-mail and web ads, the process illustrated in FIG. 23 is
followed.
As shown, for example, in FIG. 23, in one embodiment of the
disclosed system, method and user interface for facilitating the
sending of e-mail messages with embedded behaviorally tested live
content, a marketer with an established account with an ESP
initially engages in a provision step 2310, which in one specific
example includes the substeps of contacting their administrator to
ensure that they are able to access ILABS, agreeing to terms with
their account manager from the ESP and for ensuring that the
marketer meets a list of requirements for obtaining a campaign
effectiveness functionality, such as obtaining and implementing
Test & Target Software from Ominiture. Following the provision
step 2310, a configure step 2320 is performed which in one
embodiment includes the substeps of building a data extension 1610
and creating a new Omniture Test & Target adbox or slot 1620,
as shown for example in FIG. 16. Following the Configure step 2320
an insert place holder step 2330 is performed, which in one
embodiment includes the substep of inserting an object into an
e-mail for a send 1630, as shown, for example, in FIG. 16.
Following the Insert place holder step 2330, a manage campaign step
2340 is performed which may include the substeps of setting up an
Omniture test & Target campaign, sending an e-mail containing
embedded behaviorally tested live content is sent by the ESP, as
shown for example in FIG. 15, and pushing a winning behaviorally
tested content at an appropriate point in the campaign. Following
the Manage Campaign step 2340, a Report Job Level Interaction step
2350 is performed which in one embodiment includes the substeps of
the ESP looking up data in the data extension for the JobID for the
e-mail campaign and reporting the overall click conversion for the
e-mail campaign. The step of Reporting Content Performance 2360 may
also be performed prior to, concurrently with or after the Report
Job Level Interaction step 2350. The Reporting Content Performance
step 2360, in one embodiment, includes the substep of the campaign
effectiveness functionality viewing detailed data about the content
performance and reporting on the creative level performance.
Offer Optimization is one method of testing alternate live content
to determine a winner using A/B testing wherein the most compelling
alternate live content is given to the rest of the list. A/B
Testing is a method of testing where a baseline control sample is
compared to a variety of single-variable test samples to improve
response rates. This method is a classic direct mail tactic and has
been recently adopted within the interactive space to test tactics
such as banner ads, emails, and landing pages. This feature in Live
Content for Omniture only tests single or multiple image slots. A/B
testing is a champion challenger method of testing any test image.
A/B testing measures actual subscriber behavior by calculating
clicks on the image, which determines the image with the most
successful conversion rate. The determination of which is the most
compelling alternate live content may be determined by the
examining the engagement of a visitor to a landing page to which
they are directed upon interacting with the alternative live
content. Offer Optimization leverages content across multiple
channels for the greatest return on investment. The marketing
campaign created using segmented targeting and A/B testing can
optimize offers and create a greater return on investment. Using
these techniques, more control is exercised over messages so that a
marketer can maximize its understanding of its subscribers. Once an
offer is tested, the most compelling offer is distributed to the
rest of the subscriber list.
The disclosed system and method, allows behavioral test companies
to run tests across multiple channels, e.g. for ads in emails and
on web pages
One embodiment of the disclosed system and method provides a way to
control multi-channel campaigns. One embodiment of the disclosed
system and method allows marketers to use a behavioral testing
application provided by the campaign effectiveness functionality to
identify which offers and content are relevant and compelling to
their audiences so that appropriate content can be directed to
different audiences. One embodiment of the disclosed system and
method permits a marketer utilizing a behavioral testing companies
application to measure effectiveness and relevance of content
across any online channel and increase content relevance through
segmentation, targeting, and automated personalization. One
embodiment of the disclosed system and method permits a marketer
utilizing a behavioral testing companies and ESP email campaign
engine to create extensible customer profiles that include offline
data, such as product holdings, credit score, time on file, and
other non-personally identifiable information.
In one embodiment of the disclosed system and method, the step of
configuring a data source 1610 includes the step of creating a data
extension. In one embodiment of the disclosed system and method, a
marketer accessing an application running on the ESP server is
presented with a graphical user interface. The step of creating a
data extension includes the step of: clicking on My Data Extensions
in the Data Extensions folder located in the Subscribers tab to
open the My Data Extensions workspace of the GUI, clicking on a
Create from Template menu item to open a list of data extension
templates in a Data Extension Templates workspace of the GUI,
checking the Omniture Test&Target data extension template
checkbox, clicking on a Select menu item to open the Data Extension
workspace, filling in the following fields: Name (required)--Name
for data extension External Key--Unique identifier in the
ExactTarget database Description--Textual description for the data
extension Used for Sending checkbox--Check and select items from
drop down lists if using the data extension for sending emails Used
for Testing checkbox--Check if using the data extension for testing
Fields--Add additional fields, as necessary--Type Name, select data
type, check primary Key (if applicable), check nullable (if
applicable), provide a default value, and clicking the Save button
to save the data extension information and return to the My Data
Extensions workspace, or clicking the Cancel button to not save the
data extension information and return to the My Data Extensions
workspace. If the data extension information is saved, the data
extension will display in the Ad Impression drop down list on the
New Omniture Test & Target workspace.
In one embodiment of the disclosed system and method, properties of
an alternate live content are viewed by selecting the Omniture
T&T item from the Live Content folder in the Content tab to
open the Omniture Test & Target workspace, checking the
checkbox in front of the AdBox Name, clicking the Properties menu
item to open the Named AdBox workspace such as the Adbox
BlackFriday workspace 1710 shown, for example, in FIG. 17,
reviewing and making changes, as necessary, and clicking the Save
button to save the named AdBox and return to the Omniture T&T
workspace, or clicking the Cancel button to not save the named
AdBox and return to the Omniture T&T workspace. In one
embodiment of the disclosed system and method, there is an option
to click the Delete button to permanently remove the named
AdBox.
In one embodiment of the disclosed system and method, a new
Omniture Test & Target can be created if a data extension
already exists based on the Omniture Test&Target data extension
template. If one does exist, it is displayed in the Ad Impression
drop down list. If one does not exist, the AdBox Impression drop
down list will be empty. If the data extension already exists then
the following steps are performed to create a new alternate live
content: selecting the Omniture T&T item from the Live Content
folder in the Content tab to open the Omniture Test & Target
workspace, selecting the Create menu item to open the New Omniture
Test & Target workspace, as shown, for example, in FIG. 18, and
filling in the following fields: AdBox Name 1812--The name provided
for the ad box Description 1814--Textual description of the
image/ad Ad Impression 1816--Data extension that is used to record
instances of the image being displayed in an email and/or a user
clicking on the image Client Code 1818--An Omniture variable; each
Omniture client has a unique Client Code Customer Parameters
1820--Additional querystring parameters Target based on geographic
location check box 1822--To be checked if using a geographic
location; If checked, Omniture T&T receives geographic
information based on the IP address of the end user Width (px)
1824--Desired width of the image in the email Height (px)
1826--Desired height of the image in the email Ad Alt Text
1828--Text to be displayed in the event that the image cannot be
displayed in the email.
In one embodiment of the disclosed system and method, an option is
provided for clicking on a Change link under the preview and/or
default images to provide an image to the editor. In one embodiment
of the disclosed system and method, an option is provided for
selecting an image from the list of available images and clicking
the OK button. In one embodiment of the disclosed system and
method, an option is provided for clicking the Save button to save
the new alternate live content and returning to the Omniture Test
& Target workspace, or clicking Cancel to not save the new
alternate live content and returning to the Omniture Test &
Target workspace.
In one embodiment of the disclosed system, method and user
interface, a placeholder is placed into an e-mail by clicking the
Content tab on a navigation bar, then clicking my emails and
clicking the folder that contains the e-mail, to open the folder
workspace. In the folder workspace the marketer opens or creates
the e-mail to contain the live content and then clicks Create on
the content area to define the live content utilizing a wizard to
create a content area. The marketer selects an orientation and
clicks Next. If the marker selects an orientation with a space for
a graphic, when prompted for the graphic, the marketer selects Live
Content as the Image Type. The marketer then selects a behaviorally
tested live content type, such as for example, Omniture T&T, as
the Live Content Type. The marketer then selects the behaviorally
tested live content place holder, such as, for example, the
Omniture T&T placeholder as the Live Content and completes the
wizard. The live content then appears in an e-mail preview and the
marketer then may click save to save the e-mail with embedded
behaviorally tested live content.
One embodiment of the disclosed system, method and user interface
allows a marketer to view the properties of a behaviorally tested
e-mail campaign by selecting the behaviorally tested e-mail
campaign item, such as for example, an Omniture Test&Target
item, from the Live Content folder in the Content tab to open a
behaviorally tested e-mail campaign workspace, such as, for
example, an Omniture Test&Target workspace. The marketer then
checks the checkbox in front of the AdBox Name for which the
properties are to be viewed and clicks the Properties menu item to
open the Named AdBox workspace. The marketer may then review and
make changes to the properties, as necessary and click the Save
button to save the named AdBox and return to the Omniture
Test&Target workspace, or click the Cancel button to not save
the named AdBox and return to the Omniture Test&Target
workspace. The marketer also has the option to click the Delete
button to permanently remove the named AdBox.
One embodiment of the disclosed system, method and user interface
allows a marketer to view job level interaction via a data lookup
by clicking Data Extensions in the Subscriber tab of the GUI
presented by the ESP. The marketer then selects the checkbox next
to the Live Content for Omniture data extension for which the
marketer desires to view the job level interaction data and then
clicks the View Data menu item. The GUI then displays a screen
wherein every job or e-mail send is presented in a row of data that
also contains impressions and click data associated for that
job.
As shown for example, in FIG. 24, in one embodiment of the
disclosed system and method when an e-mail with embedded
behaviorally tested alternate live content 18 is sent 2410 by the
ESP system 16 to a recipient. When the recipient opens the e-mail a
request for an image 2420 of the embedded behaviorally tested
alternate live content is sent to the ESP and a live content.aspx
2425 directs the call to a campaign effectiveness functionality
2430 to determine the appropriate alternate live content to be
rendered in the opened e-mail and an image of that appropriate
alternate live content is rendered in the live content area of the
e-mail. When the live content is interacted with, for example by
clicking 2440 on the image of the alternate live content, the
recipient's browser is directed to a customer web site landing page
2445 configured to allow the campaign effectiveness functionality
2430 to collect click data for conversion to measure the
effectiveness of the alternate live content rendered in the e-mail
document
In one embodiment of the disclosed system and method, segmented
targeting based on a marketer's subscriber base is implemented. The
marketer can target subscribers based on parameter values and/or
subscriber attributes, such as new or returning visitors, profiles,
category affinity, products ordered or viewed, and more. A market
segment represents a subgroup of individuals or subscribers who
share one or more characteristics. These characteristics determine
similar or related product and/or service needs. A segment is
distinct from other segments, has common needs, and responds
similarly to a market stimulus. Targeting refers to selecting a
market segment to address. In one embodiment of the disclosed
system and method, by using the attributes of the subscribers in a
marketer's list, the marketer can run a test against a subset of a
larger list. The marketer doesn't have to test all creatives
against all subscribers. Targeting narrows the marketer's
campaign.
For example, if a marketer manages a pet store and wants to
determine what image will engage a customer to click on a coupon
for cleaning supplies for cat owners, the marketer can set up a
test campaign that sets pet=%%cat%% for the test market segment. In
one embodiment of the disclosed system and method, the marketer
creates a placeholder, such as for example, a live content area, in
e-mail for behaviorally tested images. Once the marketer determines
which image engages the most number of subscribers, the e-mail
campaign pushes that image for the rest of the email campaign.
In one embodiment of the disclosed system method and user
interface, a marketer can run a large multi-channel campaign with a
method to test the campaign and leverage the winner automatically
across each channel. For example, a marketer can run three
campaigns (A 2510, B 2520 and C 2530) using multiple channels,
illustratively two channels, a web site and an e-mail campaign
utilizing an e-mail with embedded behaviorally tested live content,
as shown, for example, in FIG. 25. A positive conversion rate in an
e-mail with embedded behaviorally tested live content in Campaign A
will increase the performance for the entire Campaign A.
A marketer can also run a multi-channel campaign and synchronize
one test image with multiple e-mail campaigns. For example, a large
retail company may a regional and local website that are part of a
spring collection campaign. The retail company may test an image of
a model that receives the best performance in those channels.
A marketer may have a monthly process to send an e-mail to its list
of subscribers that contains a placeholder to share its latest
offerings. Using an e-mail with embedded behaviorally tested live
content, the marketer can test the offer without stopping and
changing out content in the scheduled send from the campaign
effectiveness functionality.
A marketer may perform a test to run against a specific group of
subscribers that are defined by a particular attribute. For
example, the marketer can run a test to only the subscribers who
have the attribute, such as pet=%%pet%%, who want to receive the
publication in HTML format and live in a particular region, such as
Indianapolis.
A marketer can use an e-mail with embedded behaviorally tested live
content to leverage elements of customer profiles to help target
subscribers, which can include offline data, such as purchase
history, credit score, time on file, and other non-personally
identifiable information.
Although the invention has been described in detail with reference
to certain preferred embodiments and specific examples, variations
and modifications exist within the scope and spirit of the
invention as described and as defined in the following claims.
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